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Shiseido’s Personalised Skincare System

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Shiseido's Optune

Shiseido has developed a customised skincare system called Optune exclusively for women in Japan. Launching this Spring, the at-home skin analyser and product dispenser offers personalised skincare that takes weather conditions and hormonal changes into account, and can also be altered in real time.

The Optune App analyses images taken with a smartphone camera to assess the user’s skin condition, while also factoring in temperature and humidity levels, as well as the user’s mood and menstrual cycle. The data is then collected in Optune Zero – a small machine that determines and dispenses the optimum combination of serum and moisturiser. The data is then stored, allowing consumers to track how the climate affects their skin over time.

Skin analysis is a fast-developing category in beauty tech. US-based dermatological brand Neutrogena’s Skin 360, which debuted at CES 2018, is a good example. The device enables users to examine their skin’s condition immediately. However, Shiseido’s offering pushes tech capabilities by accounting for external factors.

Shiseido has also adopted a new skincare model within the app based on hormones and menstruation cycles to predict skincare needs – much like US natural beauty start-up Amareta. This is a key growth area as consumers actively search for innovative ways to combat skin issues such as dryness or acne, which change throughout the different stages of women’s cycles.